Post on 22-Jul-2016
description
Basic Logo Usage Guide
HOPE International Brand Book
3.3 Logo guidelines
Color variationsHOPE’s base logo features the yellow sun
icon along with the words “HOPE” and
“INTERNATIONAL” in HOPE Brown and
HOPE Yellow, respectively. HOPE permits the
following approved variations of the logo.
For more information about HOPE colors,
see Section 4.
Color logo on white background
Color logo on brown background
White logo on brown background
Black logo on white background
HOPE International Brand Book
3.5 Logo guidelines
Exclusion zoneOvercrowding the HOPE logo detracts from its
impact and presence, so we have established an
exclusion zone around the logo that should remain
clear of type, graphics, or other visual clutter that
may compete for the viewer’s attention.
Use the height of the “H” in HOPE as your unit
of measure to establish the exclusion zone on
each side of the logo. This exclusion zone is
conveniently built into HOPE’s logo files and
should be maintained whenever possible.
The horizontal logo has a compressed version of the
exclusion zone that uses the crossbar of the “H” instead of
the full letter height. This should be used only in special
circumstances that do not permit the full exclusion zone.
Compressed exclusion zone Full exclusion zone
HOPE International Brand Book
3.6 Logo guidelines
Logo misuseThe following examples illustrate possible
misuses of HOPE’s logo that detract from our
brand integrity and should be avoided. Do use the logo in its original proportions, without stretching, squeezing, or rotating.
Do use only the approved font for “HOPE International.”
Keep the relationship between the sun icon and the text consistent.
Text and images should remain free from obvious shadows or other graphic effects.
Do use the logo against backgrounds that complement rather than compete. Avoid overly busy backgrounds.
Avoid backgrounds with insufficient contrast between the background and the logo.
Do use only HOPE’s approved colors. See Section 3.3.
For a single-color logo, do use all white or all black rather than all yellow or all brown.
Do use the “HOPE International” logo text only in conjunction with the sun icon.
HOPE International Brand Book
4.2 HOPE colors
RGB89, 50, 36
HEX#593224
Screen
Primary brand colorsHOPE International’s primary colors are brown
and yellow. The earthy brown represents our
fallen world, where all of us experience broken
relationships, whether personal, physical,
social, or spiritual. The yellow represents the
transformational Light spread as HOPE shares the
Good News of the Gospel, invests in dreams, and
initiates change in underserved communities.
Because the exact same color will look different
in different contexts, HOPE specifies different
values for our primary colors based on their
intended use (screen vs. print, type of printing
process, paper type, etc.). Please use the
provided color values for their stated purpose.
HOPE Yellow
HOPE Brown
Spot color
Spot color
PMS 124 U
PMS 4625 U
CMYK7, 34, 100, 0
CMYK35, 65, 70, 45
CMYK5, 40, 100, 5
CMYK41, 74, 78, 50
RGB226, 162, 39
HEX#E2A227
Offset press
Offset press
Digital (office) printer
& coated paper
Digital (office) printer
& coated paper
Screen
HOPE International Brand Book
4.3 HOPE colors
Secondary brand colors – region and accent colorsHOPE’s family of accent colors is bright and
cheerful while still conveying strength. HOPE
Green and HOPE Rust are general accent colors,
while the remaining accent colors are tied to
the specific regions of the world where HOPE
works. Each regional color was chosen because
it complements the photography from the region
it represents. Regional colors are primarily used
to help identify and complement subject matter
from a particular region, but they may also be
used as non-region-specific accent colors in
marketing materials.
HOPE region colors
HOPE Green
Latin America Teal
PMS 340 U
CMYK70, 0, 60, 25
RGB47, 149, 112
HEX#2F9570
Asia Red
PMS 1807 U
CMYK30, 95, 80, 25
RGB145, 39, 49
HEX#912731
Africa Orange
PMS 718 U
CMYK20, 65, 95, 10
RGB186, 105, 45
HEX#BA692D
Eastern Europe Gold
PMS 110 U
CMYK25, 35, 95, 5
RGB188, 153, 52
HEX#BC9934
PMS 582 U
CMYK55, 40, 100, 20
RGB113, 116, 48
HEX#717430
PMS 174 U
CMYK31, 77, 100, 30
RGB137, 67, 30
HEX#89431E
HOPE Rust
Additional HOPE accent colors